Apple Hikes Mac and iPad Prices (iPhone Still Costs The Same for Now)

Apple raised prices on its Mac computers, iPads and several other devices on Thursday. The company pointed to a global shortage of memory chips and storage driven by demand from AI data centers.

The price changes hit the MacBook lineup first.

The new MacBook Neo now starts at $699, up from $599. The base MacBook Air jumped from $1,099 to $1,299.

MacBook Pro models saw similar increases, with the 14-inch version moving from $1,699 to $1,999.

Desktop options followed suit.

The Mac Studio climbed to $2,499 from $1,999 in some configurations, and higher-end models saw even larger jumps.

iPads cost more as well.

The iPad Air now starts at $749 instead of $599. The iPad Pro rose to $1,199 from $999 for the 11-inch model.

The base iPad increased from $349 to $449, and the iPad mini went from $499 to $599.

Home devices and the Vision Pro also went up. The HomePod increased to $349 from $299.

The HomePod mini rose from $99 to $129. Apple TV moved from $129 or $99 to $199 in some cases.

The Vision Pro headset now lists at $3,699, up from $3,499.

Apple left iPhone prices alone for the time being. The company did not change prices for Apple Watch or AirPods either.

Apple said it tried to absorb the higher component costs for months but reached a limit.

In a statement, the company told reporters:

“We have never seen a component price increase this much, this quickly. We have shielded our customers from these increases so far, but we have now reached a point where we need to begin raising prices on a number of products, including today’s increases for iPad and Mac. We know this is not welcome news, and we are working tirelessly to find solutions.”

CEO Tim Cook spoke about the pressures last week in an interview with The Wall Street Journal. He called the price increases “unavoidable.”

Cook said Apple worked to mitigate the huge cost jumps passed on by suppliers but found the situation unsustainable.

He noted the heavy pull on memory from AI servers reduced supply for consumer devices.

The changes apply worldwide and appeared on Apple’s online store on Thursday. Some analysts expect other computer and tablet makers to follow with their own price adjustments or shifts in product focus.

Apple stock fell after the announcement. The company continues to face tight supply on certain chips. Cook has said the firm is willing to use its balance sheet to help secure more supply where possible.

Customers can still find some discounted units at retailers like Amazon that stocked up before the hikes took effect.

Apple did not detail future plans for iPhone pricing yet, though Cook indicated more adjustments could come later if costs stay high.

The memory crunch stems from rapid growth in AI infrastructure as suppliers like Micron reported strong gains from the same demand that squeezed Apple and others.

Apple updated its store pages to reflect the new pricing across the affected lines.

The company has not commented on specific timelines for any additional changes beyond today’s moves.